【精品word文档】凡客诚品网上购物营销策划书.docVIP

【精品word文档】凡客诚品网上购物营销策划书.doc

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【精品word文档】凡客诚品网上购物营销策划书

目录 1 背景分析·····················································3 2 市场分析 2.1 宏观环境分析·············································3 2.2 产业环境分析·············································4 2.3 内部环境分析·············································4 2.4 SWOT 分析················································5 3 市场定位与目标市场 3.1 市场细分·················································6 3.1.1 按网购商品种类细分·································6 3.1.2 按网购网民年龄细分·································7 3.1.3 以校园为界划细分···································8 3.2 目标市场·················································9 3.2.1 目标市场选择·······································9 3.2.2 目标客户···········································9 3.3 市场定位·················································10 4 校园宣传与推广分析 4.1 社区网络平台推广的可行性分析·····························10 4.1.1 社区网络平台宏观优势分析···························10 4.1.2 社区网络平台的受众分析·····························11 4.2 校园推广可行性分析······································12 4.2.1 校园推广网购的可行性分析···························12 4.2.2 校园宣传可行性分析·································12 5 校园营销推广策略 5.1 营销推广概述·············································13 5.1.1 营销推广目的·······································13 5.1.2 营销推广具体策略···································13 5.2 内部营销·················································13 5.3 线上关系营销·············································14 5.3.1 社区网络平台的设计·································14 5.3.2 社区网络平台具体推广·······························15 5.4 社会责任营销 5.4.1 “凡客诚品”网上购物体验导航与创业大赛·············16 5.4.2 “凡客诚品”校园营销推广策划大赛···················16 5.4.3 “凡客诚品”视频创意制作大赛·······················16 5.5 整合营销 5.5.1 消费者的需求与愿望·································16 5.5.2 消费者愿意付出的本钱·······························17 5.5.3 购置商品的便利·····································17 5.5.4 沟通···············································17 6 方案实施结果展示 6.1 社区网络平台的成果······································· 6.2 校园活动的成果··········································· 7 费用预算·········································

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